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Facebook -> Targeting based on age reduces performance?
Posted by on June 4, 2021 at 3:33 pmLong time lurker but wondering if people have found that targeting based on age (22 – 45 year old) would reduce performance of the ads because FB doesn’t have full control over targeting?
At higher budgets ($60K per month), removing age targeting helped with our conversions. But now that I’m working with $100 per week, is it better to target by age?
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3 Replies
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I would recommend that you look at view charts under your ad sets to understand your demographic, and specifically, the cost of impressions and results from different age brackets and make changes accordingly.
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From my experience (especially post IOS14), the more targeting you do, the worse the results will be. There is a good medium point but when I err on the side of less targeting, my results are better. (Note that I mainly do conversion based advertising.)
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The answer is: it depends.
The product or service you are offering might be more appealing to 22-45 than let’s say 45-65+. If it’s unclear or you can’t tell because what you offer is pretty generic, then I suggest you remove the age limits.
When you put limits to your targeting, for example age, then you must have a valid reason to do so, otherwise yes, your sales will perform below expectations.
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